breaking the fourth wall

How meta humour is becoming Indian advertising's favourite inside joke

Indian advertising is embracing meta humour—self-aware, celebrity-roasting, and packed with insider winks—to cut through the clutter of content overload. Powered by meme-savvy audiences and social media-fueled familiarity with stars, this trend blends sharp writing with cultural insight. But while it wins laughs and shares, experts debate whether it’s a lasting shift or just a fleeting punchline.